A media brief is how you as a client outline your advertising media objectives, target audience(s), budget and other criteria for selecting a media mix and plan. If you’re working with a media planner, they’ll work with you to create this.
Trend: Cross-channel advertising media campaigns. Google conducted a study which found that consumers spend their time online spread between four primary media devices including TVs, computers, tablets, and smartphones. Some of this time is combined as 77 percent of respondents use another device while watching TV, and 90 percent use multiple screens sequentially to complete one task. This behavior presents a unique opportunity to implement cross-channel campaigns.
What is a media brief?
A Media Brief defines:
- What your advertising objectives are (business objective, campaign objective, and media-specific objective)
- Who you want to reach (your target audience/s)
- What your messaging strategy is
- How often you want them to see/hear your ads in a week (on average)
- During what timeframe (months, weeks and times of day or week)
- What your budget is
- Additional media selection criteria and preferences
The media agency or a media planner who is a freelancer will use this to analyze media options and recommend options and pros/cons of what media mix (TV, radio, print, online, outdoor, mobile or specialty) will generate the biggest bang for your buck.
If you’re interested in media briefs, this article may be relevant:
How to Select and Hire a SEM (search engine marketing) Expert – Search advertising is very specialized. Most media buyers that buy TV, print, radio, outdoor and online advertising don’t handle search advertising because it’s so complex. If you want to buy search ads, find an expert in that.
